In the months following Amazon’s acquisition of Whole Foods last summer, Whole Foods’ traffic and sales have spiked. Amazon sold an estimated USD 11 million (EUR 9 million) of Whole Foods' 365 Everyday Value natural and organic products alone – which includes seafood items such as frozen fish sticks and canned albacore tuna, the research firm found.

Amazon plans to expand the service across Whole Foods’ U.S. stores in 2018.

“We're happy to bring our customers the convenience of free two-hour delivery through Prime Now and access to thousands of natural and organic groceries and locally sourced favorites,” Whole Foods Market Co-Founder and CEO John Mackey said. “Together, we have already lowered prices on many items, and this offering makes Prime customers’ lives even easier.”